LAFD Foundation paid $65,000 to celebrity PR firm after Palisades fire

The foundation says it hired the Lede Company to help the LAFD communicate with the public amid criticism over its response to the deadly blaze.

Jan. 27, 2026 at 6:31pm

Got story updates? Submit your updates here. ›

The Los Angeles Fire Department Foundation said it paid $65,000 to hire a celebrity public relations firm, the Lede Company, to help the LAFD shape its messaging after the deadly Palisades fire. The foundation addressed the controversy in an email to supporters, stating that the LAFD had requested the funding to hire a consultant to fulfill communications duties while the department's communications director role was vacant. However, the foundation has not provided details on how the firm was selected or any documentation of the expense.

Why it matters

The LAFD is facing heightened scrutiny over its handling of the Palisades fire, which killed 12 people and destroyed thousands of homes. The department has been accused of altering its after-action report to downplay the city's failures in preparing for and responding to the disaster. The use of a celebrity PR firm to shape the department's messaging raises questions about transparency and the use of charitable donations.

The details

According to the foundation's email, the $65,000 was provided to the LAFD to hire a consultant, which the department selected as the Lede Company, to fulfill communications duties while the department's communications director role was vacant. The foundation says this is standard practice, but has not answered questions about how the firm was chosen or provided any documentation of the expense.

  • The Palisades fire occurred in 2026.
  • The LAFD Foundation addressed the controversy in an email to supporters on January 27, 2026.

The players

LAFD Foundation

The official nonprofit arm of the Los Angeles Fire Department that provides equipment and funds programs to help the LAFD.

Liz Lin

The president of the LAFD Foundation.

Mike Ahmar

The chairman of the board of directors of the LAFD Foundation.

Jaime Moore

The current fire chief of the LAFD.

Ronnie Villanueva

The interim fire chief of the LAFD when the after-action report on the Palisades fire was released.

Got photos? Submit your photos here. ›

What they’re saying

“The Foundation's role was straightforward — with the LAFD communications director role vacant, the previous administration requested funding to hire a consultant to fulfill those duties. The Foundation provided $65,000 for this purpose. The LAFD selected the consultant (The Lede Company) and identified the scope of work.”

— Liz Lin, President, LAFD Foundation (LAFD Foundation email)

“I'm assuming they had something to do with the after-action report, because they're a PR firm. I would think a PR firm was going to give advice to the fire chief, because at the time, they didn't have a director of public information. So my assumption would be they were using a PR firm as the PR director.”

— Jaime Moore, Fire Chief, LAFD (Los Angeles Times)

What’s next

The LAFD and the foundation have not provided details on the Lede Company's specific work or whether any changes to the after-action report were made at the firm's direction. The Times has also requested the contract with the firm and documentation of the $65,000 expense, but the foundation has not provided those.

The takeaway

The use of a celebrity PR firm to shape the LAFD's messaging around the Palisades fire raises concerns about transparency and the appropriate use of charitable donations, especially as the department faces criticism over its handling of the disaster and alterations to the after-action report.